Gamification, particularly using crane machines, is playing a major role in Chinese retail, according to a report.
Malls in the country are boosting sales of luxury goods by using promotions that offer the chance to win items like a Dior lipstick, along with free samples of random goods, according to marketing website Warc.
The trend has grown significantly over the last couple of years with online and in-person campaigns, which have seen the number of cranes in retail locations reach two million in a market thought to be worth US$8.7bn.
The report quotes the Jing Daily, a publication on luxury consumer trends, which reports that: “Chinese millennials have made gamification of retail the norm, happy to buy Cartier jewellery from a WeChat mini-program game, $500 luxe facial creams from a pop-up discount while looking through video feeds on Little Red Book, and Dior makeup from the brand’s ‘See now, buy now’ live streaming.”
WeChat is a Chinese multi-purpose messaging, social media and mobile payment app developed by gaming giant Tencent, while Little Red Book is a social e-commerce shopping app.
Many international brands have recognised the potential to leverage this love affair with both gaming and luxury shopping. Earlier this year, Lancôme installed themed lucky gift machines in malls across China during the Lunar New Year period and again, using WeChat, it invited consumers to scan a QR code and follow Lancôme’s official WeChat account. Shoppers were then sent a code via SMS to redeem in the gift machines, receiving a free sample.
InterGame reported last year that fashion label Chanel launched an arcade pop-up called the Coco Game Centre (pictured), which toured Asian cities and offered a range of arcade activities, again utilising cranes to offer goods.
